Craft Focus - Feb/Mar (Issue 71)

craft focus 11 industry news UK RETAILERS MAY STRUGGLE TO COMPETE ONLINE, REPORT WARNS A decline in online customer experience could leave the UK’s retailers struggling to compete this year, according to a new report by ecommerce and digital agency Visualsoft. The specialist analysed 250 top names and found failings across a number of websites’ performance metrics. Almost one in five retailers (19 per cent) failed to optimise their onsite search with functions such as autocomplete, well-targeted product suggestions and relevant recommendations, which can all double a store’s conversion levels. Only 37 per cent made use of live chat and virtual assistant services, which can boost sales by as much as 40 per cent. Interestingly, the report found that more than a third (35 per cent) of online shopping basket abandonment is due to customers being asked to create an account before making a purchase, with 67 per cent of retailers requiring shoppers to follow this step. Online stores also performed poorly when it came to ease of purchase, with more than one in 10 taking customers through eight or more steps before they are able to buy. “Great customer service is a key facet of bricks-and-mortar retail,” says Dean Benson, CEO of Visualsoft. “However, most online stores must also ensure that their site provides an enjoyable and simple buying process, with easy access to help should they need it. Not only does this engender brand loyalty, as consumers are more likely to come back to a site they found simple to use, it also increases sales. Of course, many may not see these metrics as critical as long as consumer appetite for online shopping remains strong. But, as we continue with what promises to be a very difficult 2019, the retailers that thrive will be those that get the basics right.” Go to visualsoft.co.uk for information. SCHOOL OF NEEDLEWORK LAUNCHES ONLINE COURSES The Royal School of Needlework has launched a series on online educational courses. The new initiative, produced in partnership with Sewandsew, allows stitchers from across the world to learn from the school’s expert tutors at a convenient time. Courses can be accessed via a bespoke online learning portal. There are currently six subjects to choose from, focusing on Jacobean crewelwork, blackwork, goldwork, whitework, silk shading and canvaswork. Each makes use of market-leading online learning techniques with video instructions, step-by-step written and photographic guides and the ability to interact with other students, ask questions and share individual progress. There’s also an exclusive set of materials that enable students to follow each lesson at home. “One of our key missions is to introduce the art of hand embroidery to new stitchers of all ages to ensure that this traditional skill continues to be passed on to new generations,” explains Dr Susan Kay-Williams, chief executive of the school. “Previously, we have only been able to reach people who are close to our teaching venues, but our online courses mean that wherever anyone lives, they too can learn from our expert tutors and enjoy this beautiful art.” The Royal School of Needlework was founded in 1872 and also offers more than 150 in-person short courses at venues around the world. Visit rsnonlinecourses.com for full details.